Module 1-Week 4: Consumer Behaviour

Learning Outcomes

  • Describe the stages in the consumer purchase decision process.
  • Identify hierarchy of needs.
  • Define selective perception.
  • List and explain the four stages of selective perception.   
  • Identify the marketing strategies used to deal with perceived risk.
  • Distinguish between the two types of learning.
  • Describe three approaches on how to change consumer attitudes.
  • Identify three reference groups.
  • Recognize major subcultures in the Canadian market with their implications on marketing.


This unit examines major psychological influences on consumer behaviour. When consumers choose one product over another, there are mental and social factors in place. For example, consumers go through stages in making purchase decisions. Understanding these stages is the key in deciding which marketing tools would be the most effective in influencing consumers’ decisions. Marketers try to understand consumers’ perception and attitudes towards different brands and products by examining psychological factors. 

Related Readings  

It is recommended that you complete the accompanied readings from the course textbook that complement the lessons. The readings include content and additional examples that will allow you to achieve the indicted learning outcomes as indicated in your textbook for Chapter 5 and will cover the content for Week 4. You will be expected to achieve learning outcomes LO1, LO3, and LO4 for this chapter.

Activities and Assignments